With the swimwear market booming in recent years, retailers are seeing an uptick in interest in making the clothes fit more comfortably for teens.
But the new look is also catching on in the apparel industry, with mom-and-pop mom and pop shops opening their own line of swimwear to cater to the changing teen market.
Read moreRead full story”It’s a trend that we think is really important, and it’s not only the parents of teens that are doing it, it’s also the parents and grandparents of teens,” said Mary Ann Folles, president of the U.S. Chamber of Commerce, in an interview with NBC News.
“So parents of teenagers want to have their kids wear the right thing, and they want to be able to do that at home.”
Folles said mom- and pop mom-to-be are increasingly turning to online retailers to help them sell their products, and a number of mom-trends are starting to pop up in the clothing industry.
The trend is also starting to be embraced by kids themselves.
The U.K. and Germany are the only countries in Europe that allow teens to buy swimwear and swim accessories online, and parents and kids alike are getting creative in making their own.
The U.A.E. has become the latest destination for the trend, and the Umeå, Sweden-based clothing brand is selling its namesake swimwear line to parents and teenagers.
“We’ve had a lot of success with parents, and we’ve had great response,” said Mina, the marketing director for Umea.
“We’ve also had some great feedback from parents who have been buying their products online.”
The brand has had a significant hit on the market in recent months, selling about 60 percent of its items online, which is about 50 percent of the items sold in stores.
Mina said the success has given the brand confidence in how it can reach a wider audience of teens.
The brand sells about 3,000 items a day, and Mina and her team of designers have worked on the line for more than two years, focusing on fitting the swimsuits more comfortably.
Minshes have even gone so far as to design a line of clothing to wear with the swimsuit.
“I think it’s really important to show that you can be your own little princess and not conform to the norms that society has established around this time,” said Folls.
Minshes sells in about 80 countries, with the majority of the brands online.
The company also sells in boutiques and retail outlets.
Mineda, a U.B.C. student and the founder of Umeas swimwear brand, said she is now seeing more parents using the site to buy their products.
“Parents have started to think about the whole experience of buying swimwear online.
They want to understand the difference between buying online and buying from a mom-plus-shop,” said Manmohan, who works at a family-run business.
The trend is gaining steam as the swim industry continues to boom, and more mom-friendly brands are opening up their own lines.
In May, Umeag was launched as a line by the company, with a goal of bringing more parents together.
Mys swim shorts are now available in more than 30 countries, and Umeaga is expanding to Europe.
“What we’re seeing in the Umeda family is really, really positive,” Foll-Sampson said.
“I think moms are embracing the whole concept of getting out there and showing that they’re not just a product of mom’s house.
They’re also part of a larger family.
So we think that is really encouraging.”